The Association for International Broadcasting has published a new member-only briefing, Social Danger?, examining the implications of the continuing shift towards social media as a primary source of news and information.

The briefing has been produced in response to growing concern across the international media community about the scale, sophistication and impact of disinformation, fake social media accounts and coordinated influence operations — and the challenges these pose for trusted news organisations.

Rather than focusing on individual incidents or claims, the briefing provides strategic context and operational insight into how social media environments shape audience behaviour, how false narratives are embedded and amplified, and why professional journalism faces a structural disadvantage inside algorithmically driven feeds.

What the briefing covers

Without revealing specific findings, the briefing explores:

• How changes in news consumption behaviour are affecting audience trust and scrutiny

• Why social platforms can unintentionally favour misinformation and emotional content

• The growing role of coordinated fake accounts and influence operations in exploiting social media dynamics

• The implications for international broadcasters, public service media and funders

Importantly, the briefing is designed as a working reference document, not a one-off read. It includes:

• A paired risk–mitigation matrix, helping organisations assess editorial, strategic, geopolitical and reputational risks and map them to practical responses

• A directory of investigative organisations and reference points, enabling members to track and verify future developments in this area

Why this matters

For broadcasters, the issues addressed in Social Danger? go well beyond social media strategy. They affect:

• Editorial integrity and brand trust

• Strategic planning and risk management

• Engagement with regulators, funders and policymakers

• The long-term sustainability of public-interest journalism

Accessing the briefing

Social Danger? is available exclusively to AIB members as part of the Association’s programme of practical briefings and industry support.

Non-members who would like to learn more about the briefing, or about AIB membership and its benefits, are invited to contact the AIB Secretariat at contactaib@aib.org.uk.